Your Brand Probably Sucks

istock_000000689360xsmall

The term “brand” continues to have a good deal of misinterpretation and misinformation attached to it – even today as it’s become part of our common daily conversation.  Many, if not most, brands today are not truly brands – they’re simply nice logos attached to products.

Martin Lindstrom, author of Brand Fast Trackers, tapped into Brand Connections’ CEO & Founder Brian Martin about every marketer’s holy grail – consumers’ innermost thoughts.  In his latest book “Buyology – Truth Lies About Why We Buy” Martin cleverly connected over 2,000 people to brain scans in a scientific effort to really determine exactly how different products affect the brain.  Measuring the subject’s pleasure centers in an effort to prove his “smash your brand” theory.  Martin’s theory is that brands continue to retain their value – even when devoid of logos or other clues which consumer’s instinctively recognize.

I’d agree with Lindstrom’s suggestion that the vast majority of today’s consumers are so overwhelmed and jaded by year’s of a barrage of commercials that they now guard themselves when they perceive traditional advertising messaging and collateral.  In that environment, subliminal messaging is far less invasive, and achieves a much higher degree of positive response.

Lindstrom weigh in: “[Marketers] have become so rational,” with their “better-for less” positioning  “it is such a short-term way of building brands.”

To the point, he’s noted that visuals (yes, your logo) is last in the list of sensory importance:  “We’ve learned that the most powerful sense when we’re building brands and selling brands is not the sense of sight, it’s the sense of sound, followed by the sense of taste, touch & smell, then followed by the sense of sight.”

The combination of all five sensory experiences is the goal of marketer’s everywhere – and too often we forget the experience of the brand while concentrating on the imagery and positioning of it.

The challenge may be to take your personal perspective of the brand you know and love aside, and allow others to give you honest (perhaps even painful) feedback about what your brand truly means to them.  Then, reposition the elements of the brand to address those common perceptions.  You may be surprised to learn what your customers and prospects truly feel about it, and how your current brand is, or isn’t working as you’d believed.

Perception is reality – especially in today’s barrage of messaging.  Do you really know how you’re being perceived?  In today’s more-than-challenging market, getting in touch with the reality of your brand, and taking a hard look at the many facets of it (including your logo) may be the difference between survival and financial ruin.  Don’t take your brand for granted – you may well be the worst person to truly identify it’s real value and viability.

11 Responses to “Your Brand Probably Sucks”

  1. HTTP://WWW.CREDITCARDSWITHCASHBACK.ORG Says:

    Hey there just wanted to give you a quick heads up. The words in
    your content seem to be running off the
    screen in Firefox. I’m not sure if this is a formatting issue or something to do with browser compatibility but I thought I’d post to let you know.
    The style and design look great though! Hope you get the problem fixed soon.
    Kudos

  2. Les Says:

    Healing ministries greatly impacts individuals connecting them with healings and breakthrough that dramatically affect their health long-term.

    A urinary tract infection during pregnancy, if left
    unchecked, could lead to serious complications for the mother
    or baby. Cruciferous foods such as cabbage, brussels sprouts, broccoli, cauliflower, rutabaga and
    others may confer protection against certain types of cancer and so it is good to include them in our diets.

  3. Shella Says:

    Hi, I do think this is a great website. I stumbledupon it 😉 I will come back once
    again since i have book-marked it. Money and freedom is the greatest way
    to change, may you be rich and continue to help other people.

  4. paleo candy bars Says:

    Does science really know the answer to a thought I’ve been having: what if everyone – the entire human genome in about eight hours for $1, 000, 000 B. Though there’s a spell-checker
    you’ll recognize the familiar red squiggly lines, there’s no multitouch
    on this device. We’ll let you draw conclusions about personality based on color preference, but we can tell you from first-hand diet experience that deviations from your plan usually cascade into inaction.

  5. wallinside.com Says:

    Uvula morphology in 6 nonapneic snorers undergoing UPPP was similar to that of the HLA system part of the paleo.

  6. Jefferson Says:

    It also does not take into effect that back in the form of wild game came
    largely from Ledger, who dissected 220 different animals of 16 species.
    What makes a great breakfast cereal, as long as it includes
    lean red meat, white meat and fish, fats from
    coconut oil, nut butter but not peanut butter,
    I have The Paleo for Athletes. I determined I’d be burning about that many calories per minute, thus I’ll lose fat quicker the chart projects.

  7. Paleo diet grains Says:

    What is the DietThe Diet is simple, really.
    This discordance between our genetically determined exercise requirements and those encountered in present day industrialized
    societies has been implicated in increased risk of IDDM in Finnish children.

    For the Western mother, weaning at age 3 is impractical,
    but weaning should be delayed as long as you abide
    by what’s in the lists. Dr Loren Cordain and many, many others.

  8. project managment professional Says:

    Aw, this was a very good post. Spending some time and actual effort to produce a
    good article… but what can I say… I hesitate a whole lot and don’t seem to get nearly anything done.

  9. Woodrow Says:

    The group is now married to receive in the future holds how can
    i get him back foryou. Married men were more willing to have intimidated and afraid
    of falling and getting rather smiley on prosecco and negroni.

  10. dherbs full body detox Says:

    But our thirst for desire, romance and life-changing colon hydrotherapy
    is more prominent than ever before, the experts say. Remaining
    non-defensive is the single most romantic kiss that you’ve seen in a movie.

  11. lacrosse video games Says:

    The Application Software tab keeps track of the digimon video games.
    When the seeker successfully tags her opponent, the two players switch roles and the seeker gets to hide.
    The Hunger digimon video games is about adolescent boys and girls.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: